Dave Fleet

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Why Share of Voice is a Useless PR Metric

Dave Fleet

What action can you take based on a SOV metric alone? And if SOV alone can’t guide a decision the way sentiment, or quality of coverage, or even volume of coverage can … then is it a metric we want to be using prominently? Comments or angry tweets below, or to @theelusivefish. What say you all?

Metrics 353
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Return On Influence Can Return From Whence It Came

Dave Fleet

The Harvard Business Review recently published a post entitled “ Return on Influence, the New ROI “ In it, the author suggested that marketers consider the use of “Return on Influence” as a metric for measuring social media activity. What is this metric, you ask? My head hurts. ” they cry. It’s true.

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5 Steps to Thinking More Socially About Communications

Dave Fleet

One big challenge right now is that traditional marketers are seeking to apply traditional metrics to this new paradigm. CPM metrics, for example, may make sense when you pay for the media and control every letter in your ad. The CPM metric would say yes. So, not every eyeball is even a good thing. Integrate your channels.

CPM 413
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From One to a Million: Managing Social Media at Scale

Dave Fleet

Connect your metrics with your objectives – don’t measure share of voice if you’re looking to improve the responsiveness of your customer support, for example. I’d love to know what you think, though – let me know in the comments below.

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Compete Responds To Criticism

Dave Fleet

I was pleased to see that Compete responded, multiple times — in a comment on my post; via a tweet and then subsequently in email. Comment on my original post : Hi Dave – Matt here, Client Relations Director at Compete.com.

Compete 277